Packaging

Definition:The wrapping material around a consumer item that serves to
contain, identify, describe, protect, display, promote and
otherwise make the product marketable and keep it clean

Packaging is more than just your product's pretty face. Your
package design may affect everything from breakage rates in
shipment to whether stores will be willing to stock it. For
example, "displayability" is an important concern. The original
slanted-roof metal container used for Log Cabin Syrup was changed
to a design that was easier to stack after grocers became reluctant
to devote the necessary amounts of shelf space to the awkward
packages. Other distribution-related packaging considerations
include:

Labeling. You may be required to include certain
information on the label of your product when it is distributed in
specific ways. For example, labels of food products sold in retail
outlets must contain information about their ingredients and
nutritional value.

Opening. If your product is one that will be distributed
in such a way that customers will want to--and should be able
to--sample or examine it before buying, your packaging will have to
be easy to open and to reclose. If, on the other hand, your product
should not be opened by anyone other than the purchaser--an
over-the-counter medication, for instance--then the packaging will
have to be designed to resist and reveal tampering.

Size. If your product must be shipped a long distance to
its distribution point, then bulky or heavy packaging may add too
much to transportation costs.

Durability. Many products endure rough handling between
their production point and their ultimate consumer. If your
distribution system can't be relied upon to protect your product,
your packaging will have to do the job.